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PRESS MOST IMPORTANT IN ELECTIONS, RUCH FINDS
fby Jack McCurdy
The “timeless value” of the daily newspaper's columns make them the most effective information medium in any political campaign.
This was the most important note of the many conclusions reached bv Dr. Floyd L. Ruch, professor of psychology and head of the business and industrial psychological program at SC. through his house-to-house gurvey conducted for a Los An-
geles public relations firm, the Stephen L. Wells company.
Dr. Ruch, who was one of the few public opinion research experts to forsee President Truman's election in 1948, revealed many interesting findings in his attempt to determine the sources of information used by voters in making their decisions on candidates and issues. The research was also directed to learn what information medium had the greatest prestige and
impact value in the past presidential election.
The intensive interviewing was conducted from Nov. 18-25, 1952, on 400 men and 400 women. All voting ages and income groups were questioned in the 18th Congressional District, which includes San Pedro, Wilmington, Inglewood, Palos Verdes, Westchester, Redondo Beach. Hermosa Beach, and Torrrance. Dr. Ruch said this section was chosen for the survey because “it is an income-
cross-section of the city, ranging from wealth to slum — a
little bit of everything.”
Dr. Ruch said his method of interviewing involved direct, objective questions. The interviewee was shown a card which asked: “Which of these provided you with the best information about candidates and issues in the past election. ’ The items listed were billboards, direct mail, newspapers, newspaper advertising, radio, tele-
vision, and door-to-door campaigning. , Newspapers were the overwhelming choice with 47 per cent of the vote, radio second with 30 per cent, and television third with 23 per cent. From additional information, Dr. Ruch said, “Newspaper advertising ranked third, behind radio and television combined, but among paid space media.” Billboards, direct mail and door-to-door campaigning received no votes.
In accordance with the latter, Dr. Ruch said, “Contrary to most politicians’ beliefs, doorbell ringing and precinct work are highly overrated and are, in truth, anachonisms in politics.” He called newspapers more important than radio and television because “they are available to read at any time during the day, whereas radio and television broadcasts must be heard at stipulated times.”
Wells was attempting to test
the effectiveness of media he used in political campaigns in a time of commercial rivalry between newspapers and other media,” he said.
As head of Psychological Services. Inc., Dr. Ruch took public opinion polls on such issues as the Warren-Roosevelt gubernatorial election: Paul Jarrico’s case against RKO over his dismisal after refusing to testify before the House Un-American Activities committee:
and the McClain pension plan, Proposition 2, in the 1950 state election .
In his work with the Wells agency. Dr. Ruch was the first to develop the successful'meth-od of pre-testing propaganda themes and measuring their effect by opinion surveys. He is the author of “Psychology and Life,” a textbook in use by beginning psychology classes at SC and a widely recognized best seller.
— PAGE THREE —
Fritz Crisler Protege New Back Coach
Da
Trojan
-PAGE FOUR-
‘Fourth Wall to Fall In French Play
Vol. XLIV
Los Angeles, Calif., Tuesday, Feb. 24, 1953
No. 81
hree Former All-American Grid Greats o Collaborate in Making Football Movie
Ex-Tro jan gridiron stars will <iombine their talents with Hollywood stars to make a football movie.
Alumni Jesse Hibbs. ’29. Aaron Rosenberg, '34, and Frank Gifford, ’53. will serve as director, producer, and coach respectively, in the forthcoming Universal-Interna-tional film "All-American.” starring Tony Curtis.
Members of the SC team will also be used in football sequences in the picture.
First as Director Hibbs, All-American tackle in 1927, started in the motion picture business in 1935 as a second assitant director. *'All-American" will be his first picture as a full-fledged director.
Rosenberg, All-American guard in 1933 and 1934. rose from the rank ol assistant director to producer several years ago.
Gifford lo Coach Youngest of the SC gridiron greats, Frank Gifford, all-American tailback in 1951 and member af the National Football league Vashington Redskins’ team last season will lend his talents to the film by coaching Curtis and the other actors.
Production will start early in April so that members of SC and UCLA football squads can be used during the summer. Professional grid stars may also be used.
The picture will be released during football season.
Time Writer To Discuss Job Difficulties
John Scott, veteran foreign correspondent for Time and Life magazines, \\ill tell about the difficult job of “Newsgathering in an Explosive World” when he speaks in 220 Founders hall Thursday at 3:15 p.m.
At noon he will lecture to students in the School of Journalism.
Veteran Newsman
Scott, who lectured at SC a | year ago. has reported on Euro- i poan affairs for 20 years. He re- j turned to Europe last summer on j a special assignment for the De- | partment of Defense.
This assignment afforded him I an opportunity to observe the impact in Europe of both American aid and the Russian threat. Scott j will report how these two factors ; have given Europe both the necessity and the help to strive toward greater unity and strength.
Finst-hand Experience Scott has had extensive experi- \ ence in reporting Soviet affairs, j In 1932 he went to Russia to leam first-hand about the Soviet experiment. After working as a welder id chemist in Magnitogorsk, he spent several years as Moscow-correspondent for the London News Chronicle and the French new? agency, Havas.
In 1941 he wrote a series of ar-;icles about the growing friction etween Hitler and Stalin and ras summarily thrown out of the :viet Union.
Sent to Stockholm During the war he was se'nt to tockholm to open a Time news ureau which served as a listening st close to the sources of news om Germany. Later, he headed e magazine’s first postwar Ber-n office.
Currently, Scott, who is author “Beyond the Urals.’ and other >oks, is on an extended tour of eaking engagements at U.S. col- | es and journalism schools. ]
*’jS& *'■ -
EX-TROJAN gridiron Jtars Jesse Mibbs, left, director, and Aaron Rosenberg, producer, advise Tony Curtis, center, star of tlniversal-ln-ternational’s forthcoming football film, "All
(Courtesy L.A. Examiner)
American." Members of SC and UCLA football squads will be used in the film which will begin production in April. Frank Gifford, All-American tailback in 1951, will coach Curtis.
Cars Line Curbs During Rainfall, No Citations
Rain-shy motorists yesterday turned University avenue into a narrow one-lane roadway as they packed their cars bumper-to-bumper along all four curbs and hurried to class.
Despite the fact that no parking is allowed on University avenue, police did not give citations because they too, were staying indoors—out of the rain.
The desk sergeant at the University division police station said that motorcycles are not used on rainy days, which explains rainy-day parking freedom.
Although university statisticians claim that there are 5532 unrestricted parking spaces on campus, they are evidently- too far from Founders hall because 197 cars were parked along the avenue at 2 p.m. yesterday.
Special Election Scheduled for March
A special ASSC election has been scheduled for Mar. 18 and 19 to select a successor for Senator-at-large Tinka Wing Mann, who resigned at the close of last semester. Mrs. Mann left.the university to be with her naval officer husband, who is stationed in Illinois.
Petitions for nomination to the Senator-at-large post are available in the ASSC office, 215 SU, according to Election Commissioner Jim Lucostic, who announced the dates for the
election yesterday.
WORLD NEWS ROUNDUP
Denied Hospital Bed, Tot Dies
From The United Press Fifteen -month-old David Christopher Enos died at Children's hospital yesterday after a doctor tried unsuccessfully to find bed spaee in two other hospitals closer to his Norwalk home. •
Authorities said an autopsy would be performed by the coroner today to determine if the child s death might have been due to his swallowing aspirin which his brother, Manuel, 3, removed from a shelf in the Enos home. * * *
More than 44 men were battling at least ten forest fires which were blazing out of control on several thousand acres late yesterday afternoon in seven mother lode counties.
Fire fighters were called out around midday when several controlled burns blazed out of control under the fanning of high north winds. Powrer lines felled by the winds were blamed for some of the fires.
John Tomblin. assistant depu-hoped that most of the fires can be brought under control today, but fire fighters will be busy watching for new outbreaks as long as high winds prevail.
* * *
A threatened strike of 45 security guards at the Atomic Energy Commission’s Nevada proving grounds was resolved yesterday with the restoration to duty of a guard who had been fired. The threatened strike had not b<‘t‘n expected to affect a series of spring A-bomb tests next
month because the guards had agreed to man key security positions even if a walkout was
called.
Representatives of the AEC, union officials and the head of the Federal Services company, which supplies the guards, met and agreed to restore the dismissed man to his position.
Attorney General Herbert Brownell, Jr., will not change h i s Democratic predecessor’s order to bar movie actor Charlie Chaplin from returning to this country, a Justice Department spokesman said yesterday. The order, issued by former Attorney General James P. McGran-ery, has not been reviewed, the spokesman said, because “there is nothing that needs review.” He added that it definitely is still in effect.
McGranery issued the order last Sept. shortly after Chaplin sailed for his native England with his wife, Oona, and their four children. They are still abroad and Chaplin has been reported about to buy a home in Switzerland.
* * *
Sen. William E. Jenner (R.-Ind.) said yesterday Senate Republican Leader Robert A. Taft is “rather naive” about communists in education.
Jenner. chairman of the Senate Internal Security subcommittee now investigating possible communism in colleges, made the statement when asked to comment on Taft’s recent speech in Chicago.
Indonesians Finish Training
Dr. Ali Sastroamidjojo, ambassador to the United States from the Republic of Indonesia, and 18 of his countrymen who have been studying cinema for four months were honored at a luncheon here yesterday.
Hosts of the affair were President Fred D. Fagg Jr. and Dr. Lester F. Beck, head of the department of cinema.
■Sent t to SC by the Department of State, the 19 Indonesians are leaders in their government’s motion picture, radio, and printing industries. They studied modern methods of production here in all three fields.
Bookmart Sales Show Profits
Final tallies for the Trovets’ Spring Bookmart sale indicated that 300 books were sold and a profit of $30 was realized, Trovet President Bob Hallberg announced yesterday.
“The $30' collected at a dime per sale does not really constitute a profit,” Hallberg explained, “since more than half that amount was depleted in printing and lost book expenses.'*
Approximately 100 unsold books and $25 received for sales remain to be picked up by their owners, he said.
Owners have been asked to claim their books between the hours of 12:15 and 2 p.m. today through Friday, in the Trovet office. 405 SU.
♦‘Results were about twice as successful as last fall’s bookmart,” Hallberg said,
Like
★
Venus
★
He
★
Is 'Armless
TT's Sword Gone Again
Tommy Trojan’s sword lasted no more than a week this time. Several unidentified pranksters clambered up his pedestal early Sunday morning—and left the tamed warrior sans weapon.
According to campus police, the sword, recently replaced after last week’s pilfering, was stolen sometime between 2 and 2:30 a.m. Sunday. One policeman reported that he had “scared off five men” who were hanging around the monument about 2 a.m. The sword was gone 20 minutes later, when he returned, he said.
Replacement of the sword will be delayed this time, as there are no more in stock, a spokesman for the Office of Buildings and Grounds said. “People seem to think we have an endless supply of swords,” he said, “but we don’t.”
Since it involves "considerable cost” to replace Tommy’s sword each year, if the thieves are apprehended they will be “severely prosecuted,” the spokesman said.
This marks the second time this semester the sword has been tak-
Credentials Topic of PE Teacher Meet
One hunderd PE teachers from southland colleges who met here yesterday to discuss changes for a teaching credential in the field, were the guests of Dr. Ralph W. LaPorte* head of the physical education department.
The proposed changes are the first to be suggested since 1918 and will apply to ail PE teachers below the college level, said Dr. LaPorte, chairman of the Southern California subcommittee on revision of physical education credential requirements.
Verne S. Landreth, chief of the bureau of health education, physical education, and recreation, w’as among the 10 state department representatives attending the meeting.
Air RO . . .
... in case of rain today at the regular noon drill hour, the Air Force ROTC cadet corps will meet in rooms in the Annex, as indicated on the bulletin board outside Annex 101.
IFC Plans Confab; New President to Be Absent
The Interfraternity council will resume business Thursday afternoon under a new regime, but it will be handicapped by the absence of the new IFC president, Bill Meacham, who is in the infirmary with blood poisoning.
Jim Biby, vice-president, has called the meeting for 4 p.m. at the Phi Sigma Kappa house, and he said that several important items await legislation by the fraternity men.
The most important matter before the council is the . proposed handbook appropriation for a larger fraternity section in the manual. Alan Carpenter, handbook editor, asked for $300 at the last meeting and outlined his plans for the improved fraternity section—if the necessary funds are appropriated.
Action will also be taken on a
proposed community relations program which was introduced at the last meeting by AMS president George Gonzales. The plan entails a meeting between fraternity presidents and residents adjacent to the Row or fraternity houses, to promote better relations between fraternities and the surrounding community.
Gonzales’ plan also calls for formation of a six-man committee to handle disputes between the fraternities and their neighbors. The committee would consist of three fraternity men and three members of the community.
“Through the various practices of the IFC, we will show that we can become a constructive and not a destructive system,” Gonzales said.
Other important items to be discussed include the proposition of an IFC dance this spring.
The deadline for turping in petitions is March 11 at noon. Lo-costic said.
Any student who has 60 units credit and a cumulative 1.5 grade point average is eligible to run for the senatorial post.
Short Term
The term of office for the Senator elected will run from the election until the end of the semester in June.
Lucostic said that if a run-off election is necessary it will be held March 25 and 26.
The three major political parties on campus had no announcements of plans or candidates for the elections when contacted by the DT yesterday.
Chairman Roy Foreman of the All-U party said he expects his party to back a candidate but no decision will be made until later in the week.
From a Trojans for Representative Government official came the statement that the party has made no definite plans yet.
No Definite Plans
Unity party also has no definite election plans at this time, but Chairman Bo Jansen said yesterday that Unity may stay out of the special senatorial election in order to concentrate all of its efforts on the general election later in the spring.
While a senator, Mrs. Mann served as secretary of the Board of Financial Control.
Her husband. Ensign Terry Mann, is a 1951 SC graduate. Ensign and Mrs. Mann live in Evanston, 111.
Wage Expert Sees New Labor Demands for Pay Increases
by George Lasezkay
The government’s decision to lift wage and price controls has pulled the chocks and organized labor is gathering momentum for new attempts to win higher wages, labor relations specialist Walter Coombs said yesterday.
Coombs, a former member of the War Labor Board, spoke before the Society for the Advancement of Management meeting in Bridge hall.
Union demands for increased wages will be based on the “productivity” theory, Coombs said. “The unions claim that national productivity has increased nearly 14 per cent in the period'between 1949 and 1952 and wages have increased but 7 per cent in the same period. This 'disparity’ is under fire by top union officials.’” The fault with the theory Coombs said, is that productivity of individual business concerns, is not considered. Union officials have fastened their eyes on the national figure.
Wages Up in 195S Coombs said that wages will go up in 1953, but it will have little^ to do with the lifting of controls. “During World War H, when wages and prices were
under control, wages rose 136 cents an hour. During the four years afte- 1946, when controls were off, wages rose 40 cents. The figures indicate that wages go up, stabilization or not,'’ he said, “and at almost the same rate.”
Now that controls are lifted, Coombs said that business had better review its wage and price program. If controls are reinstituted, the companies who have eliminated weak points in their program will be better able to compete.
There is no surplus in the labor market today, Coombs said, and companies that adopt the “rate range” system of pay will be in a better position to attract workers than companies that use the “single rate” system of pay. The “rate range” system is a flexible scale which does not bind the company to a fixed salary for a certain position.
Review Price Program
This is also the time for business to review its price program, he said .Under the old Office of Price Administration, and its successor, the Office of Price Stabilization, it was next to impossible for a company to win a
I
better price for its product. Prices should be revised in a realistic manner bas£d on competition, Coombs said.
Decontrol was though necessary by the administration because many things were selling below ceiling price, and the wholesale price level had dropped 4 per cent since last year, he said. The administration felt that supply and demand was reaching a balance and the United States was able to produce war material and peacetime articles without affecting its strength, Coombs said.
Russians on The Move “This depends on the Russians,” he said. “The latest Russian strategy is cause for alarm. The Russians are truly our enemy, and they are on the move.” Coombs said that the anti-Semitism drive of the Russians is a two-pronged psychological weapon. He said it is an attempt to get the Arab nations and. their oil into the Soviet orbit, and is a device to unite East and West Germany under a system of government which will be more in accord with Russian aiwis.
Rooters' Tickets Now Available For Cage Series
Rooters’ tickets for the SC-UCLA basketball games Friday and Saturday nights at the Pan Pacific will ! e on sa^* today and tomorrow at the university tick- . et office, ticket manager John Morley announced yesterday.
“These are the last two days to purchase the 50-cent rooters’ tickets for the final two games of the season,” he said.
A new rooters’ section wrll be set up on the south end of the west side and 1*50 seats will be available each night, he said.
Ticket window’ hours are from 9 to 4:30 and 5 to 7 p.m., daily.
“One ticket tor each night w ill be sold per student,” Morley said, “and identification cards are required.”
Tickets available Thursday and Friday will sell for $1 and are for the regular reserved seats, he said.
Campus Social Chairmen to Meet
A meeting of social chairmen for fraternities, sororities, and campus organizations will be held today at 2:15 in the Senate chambers.
A fine of $5 will be imposed on those chairmen who do not attend. Any chairman knowing he cannot attend, however, can send a proxy and avoid the penalty.
Joan Field. ASSC vice-president, said that a new social chairman’s handbook will be distributed, and a complete university calendar sepcifying closed dates on the Row’ will also be distributed.
1

PRESS MOST IMPORTANT IN ELECTIONS, RUCH FINDS
fby Jack McCurdy
The “timeless value” of the daily newspaper's columns make them the most effective information medium in any political campaign.
This was the most important note of the many conclusions reached bv Dr. Floyd L. Ruch, professor of psychology and head of the business and industrial psychological program at SC. through his house-to-house gurvey conducted for a Los An-
geles public relations firm, the Stephen L. Wells company.
Dr. Ruch, who was one of the few public opinion research experts to forsee President Truman's election in 1948, revealed many interesting findings in his attempt to determine the sources of information used by voters in making their decisions on candidates and issues. The research was also directed to learn what information medium had the greatest prestige and
impact value in the past presidential election.
The intensive interviewing was conducted from Nov. 18-25, 1952, on 400 men and 400 women. All voting ages and income groups were questioned in the 18th Congressional District, which includes San Pedro, Wilmington, Inglewood, Palos Verdes, Westchester, Redondo Beach. Hermosa Beach, and Torrrance. Dr. Ruch said this section was chosen for the survey because “it is an income-
cross-section of the city, ranging from wealth to slum — a
little bit of everything.”
Dr. Ruch said his method of interviewing involved direct, objective questions. The interviewee was shown a card which asked: “Which of these provided you with the best information about candidates and issues in the past election. ’ The items listed were billboards, direct mail, newspapers, newspaper advertising, radio, tele-
vision, and door-to-door campaigning. , Newspapers were the overwhelming choice with 47 per cent of the vote, radio second with 30 per cent, and television third with 23 per cent. From additional information, Dr. Ruch said, “Newspaper advertising ranked third, behind radio and television combined, but among paid space media.” Billboards, direct mail and door-to-door campaigning received no votes.
In accordance with the latter, Dr. Ruch said, “Contrary to most politicians’ beliefs, doorbell ringing and precinct work are highly overrated and are, in truth, anachonisms in politics.” He called newspapers more important than radio and television because “they are available to read at any time during the day, whereas radio and television broadcasts must be heard at stipulated times.”
Wells was attempting to test
the effectiveness of media he used in political campaigns in a time of commercial rivalry between newspapers and other media,” he said.
As head of Psychological Services. Inc., Dr. Ruch took public opinion polls on such issues as the Warren-Roosevelt gubernatorial election: Paul Jarrico’s case against RKO over his dismisal after refusing to testify before the House Un-American Activities committee:
and the McClain pension plan, Proposition 2, in the 1950 state election .
In his work with the Wells agency. Dr. Ruch was the first to develop the successful'meth-od of pre-testing propaganda themes and measuring their effect by opinion surveys. He is the author of “Psychology and Life,” a textbook in use by beginning psychology classes at SC and a widely recognized best seller.
— PAGE THREE —
Fritz Crisler Protege New Back Coach
Da
Trojan
-PAGE FOUR-
‘Fourth Wall to Fall In French Play
Vol. XLIV
Los Angeles, Calif., Tuesday, Feb. 24, 1953
No. 81
hree Former All-American Grid Greats o Collaborate in Making Football Movie
Ex-Tro jan gridiron stars will oks, is on an extended tour of eaking engagements at U.S. col- | es and journalism schools. ]
*’jS& *'■ -
EX-TROJAN gridiron Jtars Jesse Mibbs, left, director, and Aaron Rosenberg, producer, advise Tony Curtis, center, star of tlniversal-ln-ternational’s forthcoming football film, "All
(Courtesy L.A. Examiner)
American." Members of SC and UCLA football squads will be used in the film which will begin production in April. Frank Gifford, All-American tailback in 1951, will coach Curtis.
Cars Line Curbs During Rainfall, No Citations
Rain-shy motorists yesterday turned University avenue into a narrow one-lane roadway as they packed their cars bumper-to-bumper along all four curbs and hurried to class.
Despite the fact that no parking is allowed on University avenue, police did not give citations because they too, were staying indoors—out of the rain.
The desk sergeant at the University division police station said that motorcycles are not used on rainy days, which explains rainy-day parking freedom.
Although university statisticians claim that there are 5532 unrestricted parking spaces on campus, they are evidently- too far from Founders hall because 197 cars were parked along the avenue at 2 p.m. yesterday.
Special Election Scheduled for March
A special ASSC election has been scheduled for Mar. 18 and 19 to select a successor for Senator-at-large Tinka Wing Mann, who resigned at the close of last semester. Mrs. Mann left.the university to be with her naval officer husband, who is stationed in Illinois.
Petitions for nomination to the Senator-at-large post are available in the ASSC office, 215 SU, according to Election Commissioner Jim Lucostic, who announced the dates for the
election yesterday.
WORLD NEWS ROUNDUP
Denied Hospital Bed, Tot Dies
From The United Press Fifteen -month-old David Christopher Enos died at Children's hospital yesterday after a doctor tried unsuccessfully to find bed spaee in two other hospitals closer to his Norwalk home. •
Authorities said an autopsy would be performed by the coroner today to determine if the child s death might have been due to his swallowing aspirin which his brother, Manuel, 3, removed from a shelf in the Enos home. * * *
More than 44 men were battling at least ten forest fires which were blazing out of control on several thousand acres late yesterday afternoon in seven mother lode counties.
Fire fighters were called out around midday when several controlled burns blazed out of control under the fanning of high north winds. Powrer lines felled by the winds were blamed for some of the fires.
John Tomblin. assistant depu-hoped that most of the fires can be brought under control today, but fire fighters will be busy watching for new outbreaks as long as high winds prevail.
* * *
A threatened strike of 45 security guards at the Atomic Energy Commission’s Nevada proving grounds was resolved yesterday with the restoration to duty of a guard who had been fired. The threatened strike had not b